Based on my (limited) sample of 19, Pete the Meat Puppet seems to alienate 7 out of 10 people exposed to it, but interestingly most of them where indifferent to begin with. On the contrary, the share of Diesel fans seem to remain loyal even after the receive the "Pete treat". I believe that a brand needs to stand for something very distinct. If Pete encapsulates the spirit for Diesel, so be it.